KS&R Blogs


Sometimes a focus group moment stays with you long after the final report has been delivered.

KS&R recently conducted qualitative research as the initial step in an attitudinal segmentation study to assist a manufacturer of outdoor games/sports equipment make decisions regarding investments in new product development.

Focus groups were conducted with parents and grandparents in order to capture the full breadth and depth of their attitudes towards this product category.

During the groups, participants created collages using photos, memorabilia, and other objects brought from home. Collages are an effective tool to explore participants' imagery, feelings, and associations. They also often reveal opportunities in every day details to make a real emotional connection with the target market.

Participants took turns describing their collages, including talking about the meaning and significance of the various elements.

One father's photo really caught my attention. He captured an act of kindness shown by one very young football player to an opposing player. The kind of everyday detail that often goes unnoticed, yet shows that sports can be about way more than beating the other team.

And an inspiring, emotional connection I won't soon forget.

All the best,
Lynne Van Dyke